For many customers, the ideal digital “store of the future” will streamline payments and make it easier to pick up purchases.

This was according to the “Consumer View,” a study from the National Retail Federation that tracks consumer awareness and adoption rates across a variety of retail technologies.

For example, shoppers are most interested in buy online, pickup in-store (68%) services, in-app store navigation (66%), and mobile payment (65%). Yet, many technologies still fall short of consumers’ expectations, suggesting successful implementation still has a ways to go—even for more mature technologies, the study revealed.